English abstract
This study aims to uncover the nature of public relations practices in the Omani Shura
Council, focusing on the analysis of the organizational and communication framework that
organizes this activity, and the extent to which these practices apply the characteristics of
excellence in public relations practice according to the Excellence Theory. Additionally, it
seeks to identify the main organizational and communication challenges faced by the Assistant
Secretary-General for Media and Public Relations at the council.
The study is considered a descriptive - analytical study and employs both qualitative and
quantitative methods. It relies on documents, semi-structured interviews, and content analysis
tools to achieve its objectives and answer its questions.
The study's findings indicate that public relations have been clearly integrated into the council's
organizational structure since its inception in 1992 up to the present time. Moreover, the results
revealed overlaps in the functions of departments under the Assistant Secretary-General for
Media and Public Relations, as well as overlaps with other departments within the council.
Furthermore, the study highlighted the absence of crucial sections within the organizational
structure of the Assistant Secretary-General for Media and Public Relations, such as a research
and studies section and a section for managing events and communication activities. The study
found that the council relies on a media policy and an electronic participation policy; however,
there was some lack of adherence to certain regulations.
In terms of communication, the study confirmed the diversity of media and hashtags used in
the Shura Council's posts on the X platform, with a variety of topics being covered. The followup category topics were the most prominent, accounting for 33.2% of the content. Nonetheless,
the study also pointed out the limited communication activities during the study period. It
highlighted significant public engagement with the council's topics on the X platform, with
diverse public opinions focusing mainly on follow-up topics, which constituted 27.4% of
interactions. However, the council only responded to three public comments.
The study concluded that the main challenges faced by the Assistant Secretary-General for
Media and Public Relations at the Shura Council include the fragmentation of functions and
activities across different departments, the marginalization of key public relations roles, and
interference in decision-making processes that lack professionalism and objectivity.
